Why Apple did not launch successor of the ‘world's most-popular’ iPhone

In a surprising turn of events, Apple has unveiled the iPhone 18 Pro, iPhone 18 Pro Max, and the iPhone Duo at its Surprise and Shine event, but notably, the iPhone 18 successor, the much-anticipated follow-up to the world's best-selling smartphone in Q2 2026, was conspicuously absent. Traditionally, Apple has launched its base and Pro models side by side during the September keynote, capitalizing on the holiday revenue wave across North America and Europe.

However, the company's decision to separate the portfolio into two distinct launch cycles may be a strategic move to avoid saturating a single autumn window with too many competing models, as well as to navigate potential manufacturing hurdles due to global tech supply chain shortages. By holding back more affordable variants until the spring, Apple aims to spread device shipments evenly across four financial quarters, instead of relying heavily on the end-of-year rush.

The Spring 2027 roster is expected to feature three distinct devices targeting a broader consumer base, including the iPhone 18e, iPhone 18 Pro, and the iPhone Air 2, with each model offering unique features and improvements.